Can Mondelez, Facebook Sell More Cookies Online?

Snacks Giant and Social Network Reach Deal To Boost Video, Ecommerce

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Mondelez International has struck a new deal with Facebook that the Oreo maker says will help it crack the code for selling more cookies online.

The pact renews a one-year global strategic partnership announced in March of 2014 that covered 52 countries and gave the snacks and candy marketer access to Facebook's beta testing programs. The new arrangement also covers 52 countries and will "focus on creating and delivering creative video content and driving impulse snack purchasing online," according to a statement issued on Tuesday.

Mondelez declined to release terms of the new deal but a spokeswoman said it is "significantly larger" than last year's deal. The arrangement was brokered by Dentsu Aegis Media.

Mondelez will get access to a full-time Facebook creative strategist that will work with the company and its agencies to develop "scalable video content natively for the platform to optimize social engagement," according to the announcement. Facebook will also give Mondelez access to beta-testing programs on Facebook and Instagram. Additionally, the two parties will work together to create ecommerce solutions to "drive impulse purchases" in markets including the U.S., Australia, India and U.K.

"Facebook is the number one player in mobile, and its ability to reach millennial consumers, our primary target audience, is what makes our partnership so invaluable," Cindy Chen, global head of ecommerce for Mondelez, said in a statement. "Used by consumers and distributors alike, Facebook is the ideal channel for cracking the code on how to sell a cookie online, creating a true social digital commerce model with the potential to become our largest digital storefront."

The deal follows a recent partnership Mondelez struck with ChannelSight that focuses on adding "Buy Now" buttons on owned, earned and paid media platforms in 25 markets that link to more than 130 retailers' websites. Mondelez is nearing its goal of dedicating half of its North America media spending to digital by 2016. In 2014, the company spent $179 on measured media in the U.S., according to Kantar Media.

Mondelez's brands include Oreo, Cadbury, Nabisco, Ritz, Trident, Wheat Thins, Triscuit and Sour Patch Kids.

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